CHINA. China Duty Free Group (CDFG) celebrated the grand opening of a De Beers Jewellers boutique at the Sanya International Duty Free Shopping Complex late last month.

The opening follows the introduction of a De Beers pop-up in January at the Haitang Bay centre.

“As a premier luxury brand, De Beers Jewellers has attracted a large number of consumers since the pop-up was unveiled, offering a chance for everyone to feel its perennial elegance and perfection up close,” CDFG said.

Gentle store lighting helps showcase the product displays, reflecting the shining radiance of the diamonds on offer

The new store, described by CDFG as the brand’s first permanent exclusive duty free store in Hainan, consolidates De Beers’ continuous expansion in China. “The cooperation between CDFG and De Beers Jewellers has brought a diversified shopping experience to consumers,” CDFG said.

When consumers step into the boutique they are greeted by what CDFG described as  De Beers’ “consistently simple and elegant” design concepts. The front and interior of the store are decorated with the brand’s familiar blue elements, emphasising its elegant style.

Gentle store lighting helps showcase the product displays, reflecting the shining radiance of the diamonds on offer. The prudent choice of materials – including oak finishings and low-energy LED ceiling lights – reflects De Beers’ concept of sustainable development, expressed through a commitment to ‘Building Forever’.

“Consistently simple and elegant” design concepts greet visitors to the De Beers boutique

The boutique features a VIP room for CDFG consumers, offering an upgraded shopping experience in which extraordinary jewellery pieces can be viewed in a private and comfortable environment.

The boutique is equipped with the patented De Beers Iris, a unique telescopic technology that allows CDFG customers the chance to assess each diamond through the eyes and with the insights of a diamond expert.

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The boutique features a range of collections, including the classic Enchanted Lotus, Dewdrop and Talisman collections. A range of bridal and wedding items can be personalised in-store through customised engraving, a service which can also be applied to jewellery pieces related to other occasions such as special anniversaries.

In January, De Beers Jewellers was launched on CDFG’s ecommerce platform, creating an online and offline integration and a seamless omnichannel shopping experience.

By focusing on new consumer demands, CDFG said that it has consolidated its capacity, strengthened it range of services and expanded the market in recent years. “With our comprehensive supply and service advantages, and strong brand appeal that reaches to the hearts of consumers, CDFG has become an important partner for international brands to expand China’s duty free market,” the company said.

In the future, backed by the strong support of its parent company, China Tourism Group, CDFG pledged to further promote communication with global brands and steadily improve its core capabilities in areas such as procurement and operations.

The world’s number one travel retailer by 2021 sales said that it will actively explore new opportunities for growing the duty free market. To achieve that it plans to introduce more services for tourists coming to Hainan, and make greater contributions to the prosperity of the island’s offshore duty free economy.

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